Loyalty to ENERGY STAR

Loyalty to ENERGY STAR is investigated by asking respondents who knowingly purchased an ENERGY STAR-labeled product how likely they would be to recommend ENERGY STAR products to a friend. Respondents were asked to report this likelihood on a scale of 0 to 10, where 0 means “extremely unlikely” and 10 means “extremely likely”. As can be seen in the table below, 28 percent of households who knowingly purchased an ENERGY STAR-labeled product reported they would be “extremely likely” to recommend ENERGY STAR products to a friend.

10 - Extremely likely

28%

35%

9 8 7 6 5 4 3 2 1

22% 15% 13% 14% 2% 3% 1% 1% 2%

17% 15% 12% 6% 7% 3% 1% 1% 1%

0 - Extremely unlikely Total

0% 100%

2% 100%

The likelihood of recommending ENERGY STAR products to a friend is greater than “6” for 79 percent of these households. This is consistent with the previous year’s result of 78 percent.